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With many restaurants closed, consumers with a yen for takeout are turning to Frozen Asian.

PF Chang’s introduces a pair of tempura vegetables with dipping sauce.

Americans may have been on lockdown but it didn’t diminish their taste for frozen Asian foods, especially multi-serve meals that could feed families quarantining together. In fact, one of the biggest winners in the entire frozen department was P.F. Chang’s, whose multi-serve meal sales jumped a whopping 62.8% during the 12 weeks ended April 19, according to Chicago-based market research firm IRI (iriworldwide.com). And it wasn’t the only one.

“Our plant is running at full capacity for all of our products,” says Brian Kim, private brand and foodservice sales manager at Santa Fe Springs, Calif.-based Day-Lee Foods (day-lee.com), maker of the Crazy Cuizine lineup. How long will that last? Manufacturers aren’t sure.

Demand was “off the charts” at the beginning of the COVID-19 crisis when some consumers actually bought extra freezers so they could stock up, reports Jack Acree, executive vp at Stamford, Conn.-based Saffron Road (saffronroad.com). But even now, he says, orders remain “significantly above our baseline.” While some of that is retailers refilling warehouses, Acree says the brand almost certainly picked up new customers who panic-bought Saffron Road entrees for the first time simply because they were available but ended up really liking the product.

INNOVATION FOR FROZEN ASIAN AMPS UP

While new product rollouts across frozen temporarily ground to a halt when the pandemic first hit, manufacturers believe now is the perfect time to roll out new frozen Asian meals, apps and sides.

“With new consumers entering the frozen space, there’s heightened interest in purchasing frozen food,” says Shaun Madsen, manager of strategic analytics & insights at Tukwila, Wash.- based InnovAsian Cuisine (innovasiancuisine.com). “And with the varying degree of restaurant closures around the country, customers are finding [make-at-home] solutions in frozen,” he adds.

To better establish its frozen meals as an alternative to dining out, Day-Lee recently debuted new packaging for Crazy Cuizine, which now features a “more premium look” and “Restaurant Quality at Home” tagline, says director of sales and marketing Craig Jaunzemis. “Especially in this period of restaurant lockdowns, that kind of callout is more relevant right now than ever. So far, it has resonated with everyone who has seen it.”

Of course, restaurant brand P.F. Chang’s Home Menu (pfchangshomemenu.com), part of Chicago-based Conagra’s portfolio, has a bit of a leg up when it comes to positioning itself as an alternative to dining out. And it’s running with it. “With the surge of multi-person meal occasions at home, the need for flavorful, convenient meal solutions has never been more relevant,” confirms associate brand manager Victoria Foster. To help consumers re-create the restaurant experience at home, P.F. Chang’s recently launched four single-serve ramen bowls (Pork Shoyu, Chicken Tonkotsu, Spicy Chicken Miso and Veggie Shoyu) and two multi-serve tempura vegetable appetizers, Kung Pao Cauliflower and Crispy Green Beans, each with their own dipping sauce.

TEMPURA VEGGIES ON THE RISE

Tempura vegetables are experiencing significant growth on restaurant menus (+20%), but 90% of Asian appetizers offered in retail today are either egg rolls or dumplings, says Foster. “Our tempura vegetables will bring new and exciting forms to the frozen appetizer category that are directly inspired by P.F. Chang’s top restaurant menu items.”

At the confluence of two hot trends, the Frozen Asian snacks and apps category “continues to show rapid growth,” says Peter Strnad, brand manager for consumer brands at InnovAsian. As a result, the company is rounding out its lineup with both Chicken and Pork Potstickers. “Potstickers are a familiar staple of Asian cuisine, so this is great news for our brand consumers who look to us for variety and convenience,” says Strnad.

Now may also be a good time for retailers to take a look at expanding their private label Asian appetizer offerings as well, says Al Greenwood, vp of sales at Queens, N.Y.-based Water Lilies Food (waterliliesfood.com). “Dim sum items like barbecue bao buns and soup dumplings now make more sense for more retailers.” In addition to core Asian appetizers like egg rolls, “These items also help position the retailer as an alternative to restaurants.” Greenwood adds that economic uncertainty often drives private brand sales.

Although retailers are still focused on keeping shelves stocked with current private label Asian products, discussions around future rollouts are ongoing, says Kim. “Most major chains…either have a private label Asian line already or want to expand it,” notes Kim, “It’s definitely a growing private label category, and it’s becoming more mainstream.”

BRANDS GO BEYOND CHINESE

InnovAsian is rolling out two new potstickers, Chicken and Pork.

While Chinese has always been the foundation of Asian food here in the states, other ethnic cuisines are rapidly gaining ground. Last month, Saffron Road introduced two Thai-inspired SKUs that were originally slated for launch at Natural Products Expo West. Thai Basil Noodles and Thai Red Curry Chicken will roll out in Kroger stores this month, followed by Albertsons, Safeway and H-E-B stores. “Given the success of dishes like Pad Thai and the growing popularity of Thai cuisine overall, now was the perfect time to round out our Thai portfolio,” says Acree. He adds that Target recently became the latest major national chain to add some of Saffron Road’s headliner products, including Chicken Pad Thai and Lemongrass Basil Chicken.

Korean food is also having a moment, even making its way into mainstream assortments. For example, Arlington, Va.-based Nestlé (nestle.com) is adding a new Korean-Style Rice & Vegetables entrée to its Lean Cuisine lineup and a Korean-Style BBQ Beef Bowl to its just-introduced Life Cuisine collection.

But like other manufacturers, it’s marketing the meals as alternatives to dining out. “Skip the wait at your local takeout joint and opt for this high-protein and global inspired dish, boasting 21 grams of protein and 3 grams of fiber,” says Nestlé of the BBQ Beef bowl in a press release.

Seattle-based Aqua Star’s (aquastar.com) new line of MicroSteam Seafood Bowls also include several Asian-inspired varieties, including Shrimp Ramen, Shrimp Pad Thai, Salmon Teriyaki and Sesame Ginger Wild Alaskan Pollock.

WHAT HAPPENS NEXT?

Post-pandemic, suppliers expect consumers’ surging preference for frozen Asian foods to remain strong. “Pantry loading and stocking up are bringing new consumers to the frozen aisle. I think that these consumers are pleasantly surprised by the flavor variety and food quality that are offered by frozen food brands today and, as a result, they’ll continue to come back to the frozen aisle, even in a post-COVID era,” says Foster.

“We’ve seen an unprecedented seminal shift in at-home meal occasions occurring among Americans during this crisis,” said Saffron Road founder and CEO Adnan Durrani in a press release. The “new normal” will motivate consumers to increasingly look for healthier, higher quality, natural, and non-GMO options, he adds.

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